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earlyyears.teachwire.net
The internet is many parents’ first port of call when sourcing a nursery, so it’s vital
your online presence gives them a good first impression, says
Richard Duddy...
s a proud nursery owner
or manager, you know the
importance of a decent
first impression. That’s
why you spent a chunk
of your budget on the beautifully crafted
sign at the front of your building, and why
you put those attractive fairy lights in your
window. However, have you considered
that the internet has become many parents’
first port of call when investigating which
nursery they should send their children to?
The fact is that if you want to make a
great first impression, you need to think
about your digital presence – and a good
place to start is your website...
A STABLE PRESENCE
One of the benefits of having a website is
that it can provide a great and stable platform
for your digital profile. (Who knows what
social media platform will be tomorrow’s
flavour?) You can use this to your advantage
by including important information that you
know your target audience wants and needs
whatever the weather. A quick Twitter survey
suggests this should cover:
D
a logo and the name of your nursery;
D
contact information: address, telephone,
email, social media profiles;
D
your opening hours and fees/rates.
Many nursery websites have just about
that much. Unfortunately, basic static
information will not do much to set
you apart from other providers. If you’re
serious about attracting new customers
you’ll need to get a bit creative!
WHAT DOES
YOUR WEBSITE
SAY ABOUT YOU?
WIN HEARTS
& MINDS
Choosing a suitable childcare provider is
a decision parents (usually) take with great
care, so you’re going to need to engage
both their hearts and minds. A well-crafted
story that describes your philosophy and
ethos of your setting is a good starting
point. You should also communicate the
reasons why people should choose your
service over any other. State clearly what
these benefits are.
D
Perhaps you provide the best care
in the area because of your highly
qualified team?
D
Maybe your setting is simply the most
convenient for commuters because it is
nearest to the station.
Add authority to these proclamations
by providing proof. If your website says
that you’re an ‘outstanding’ provider,
include a link to the Ofsted report with
your ‘outstanding’ grade. If you state that
“parents love us” include positive (real!)
testimonials.
The battle for hearts and minds is
not entirely rational, so you will need
more than just text. Fortunately, a picture
can tell a thousand words and a video
A
can tell even more – especially if it’s
put together by a professional. Images
can play a big part in the look and
feel of your website and, together with
considerate design, can help show what
your service is really all about!
MAKE SURE
IT WORKS!
An engaging website is a step in the
right direction, but if you want to recruit
and retain customers, it’s also going to
have to be
effective
.
There are a number of technical
factors that go into making an effective
website, such as making sure it loads
If you do decide to use
images of children that
attend your nursery, make
sure you have carried out
a risk assessment and have
permissions from parents.
Remember that parents can
change their mind at any
time, so make sure you have a
contingency should someone
withdraw permission.
Richard Duddy is
Marketing Consultant
at Astec Solutions Ltd.
Follow
@RikDuddy
